尼尔森在马来西亚推出跨媒体广告测量服务

在马来西亚，通过跨媒体广告测量，使广告商和代理商能够优化其活动投资和投资回报率

Malaysia – 1 June 2022 – Nielsen is thrilled to announce the launch of cross-media ad measurement in Malaysia with 广告总评分 (TAR), to deliver independent and actionable reporting for deduplicated audience reach across TV and digital platforms (computer, mobile and tablet). 

Total Ad Ratings 将全面的数字广告收视率数据与值得信赖的尼尔森电视收视率数据相结合，提供跨电视和数字的重复受众报告，并对数字属性进行弹性测量。

随着受众通过比以往更多的设备和平台接触广告，媒体买家和卖家越来越难以衡量他们的收视率。重复数据消除对于确定广告活动的真实独特受众覆盖率和有效性至关重要。一个人可能会在多个平台上多次看到同一个广告。如果观众在电视、电脑和平板电脑上都看到了广告，我们必须计算每个平台的曝光率，同时报告一个观众在所有三个平台上的情况。 

主要优势

• An independent & trusted measurement solution bringing together Nielsen’s own TV and digital solutions
• Deduplication across people-based datasets for best-in-class measurement
• 可比指标 consistent with Digital Ad Ratings and Nielsen’s currency TV ratings
• Cross-platform coverage with deduplication across TV, computer and mobile audiences

Jon-Paul Best, Managing Director, Nielsen Malaysia said “As marketers are faced with measuring fragmented consumer behaviour across devices, and the prospect of third-party cookies becoming obsolete in the future, Nielsen continues to invest in its solutions to provide a methodology that is people centric and leverages critical inputs from independent media trading currencies including Nielsen TV Ratings and Nielsen Digital Ad Ratings.”

Arnaud Frade, Head of Commercial & Growth, Nielsen APAC said: “Our mission is to deliver measurement that powers a better media future for all people. We’re always working to provide independent, unbiased measurement and we are continually innovating to help move the industry forward with comparability as the key to prove the efficacy of campaigns. We are excited to have this innovative methodology now available in Malaysia and soon in other markets across Asia.”